[Survey of 9,575 People Reveals] 40% of Consumers Who Tried to Buy MSC-Labeled Seafood Couldn't Find It in Stores – Highlighting Missed Opportunities
Key facts
- [Survey of 9,575 People Reveals] 40% of Consumers Who Tried to Buy MSC-Labeled Seafood Couldn't Find It in Stores – Highlighting Missed Opportunities
- A consumer awareness survey conducted by MSC Japan revealed that 40% of consumers who intended to purchase MSC-labeled seafood were unable to find it in stores, leading to missed sales opportunities. Despite high consumer interest in sustainable seafood, a lack of product availability and visibility in retail settings is hindering its widespread adoption.
- Source: PR Times
- Date: May 8, 2026
Direct answer
A consumer awareness survey conducted by MSC Japan revealed that 40% of consumers who intended to purchase MSC-labeled seafood were unable to find it in stores, leading to missed sales opportunities. Despite high consumer interest in sustainable seafood, a lack of product availability and visibility in retail settings is hindering its widespread adoption.
- Citation
- [Survey of 9,575 People Reveals] 40% of Consumers Who Tried to Buy MSC-Labeled Seafood Couldn't Find It in Stores – Highlighting Missed Opportunities (May 8, 2026), PR Times
- Source
- PR Times
- Date
- May 8, 2026
A consumer awareness survey conducted by MSC Japan revealed that 40% of consumers who intended to purchase MSC-labeled seafood were unable to find it in stores, leading to missed sales opportunities. Despite high consumer interest in sustainable seafood, a lack of product availability and visibility in retail settings is hindering its widespread adoption.
📋 Article Processing Timeline
- 📰 Published: May 8, 2026 at 20:00
- 🔍 Collected: May 8, 2026 at 11:31
- 🤖 AI Analyzed: May 8, 2026 at 12:13 (41 min after Collected)
MSC Japan, the Japanese office of the international non-profit organization MSC (Marine Stewardship Council) dedicated to promoting sustainable fisheries, recently conducted a consumer awareness survey. Commissioned to Kansai Electric Power Co., Inc., which operates the social contribution promotion service "Moact," the survey targeted Moact users and garnered responses from 9,575 individuals regarding the purchase of MSC "eco-labeled" seafood, which certifies sustainably caught seafood.
The survey revealed a significant "opportunity loss" where consumers, despite a high desire to purchase sustainably caught seafood for marine resource and environmental protection, gave up on buying MSC-labeled products because they couldn't find them in actual stores. Bridging this "gap between intention and purchase" appears to be key to increasing the purchase of sustainable seafood.
■Key Survey Results
1. Reasons for wanting to purchase MSC-labeled products: "I feel I can contribute" and "I want to protect marine resources."
Approximately 80% of the 9,575 respondents answered that they "strongly considered" or "somewhat considered" buying MSC "eco-labeled" products. The top reason was "I felt I could do something by buying them," indicating a proactive attitude towards contributing to marine resource protection through familiar daily shopping actions. The next most common reason was "I felt it was necessary to solve problems with the marine environment and fishery resources," revealing that many respondents consider addressing these issues to be important (multiple answers allowed).
2. Approximately 40% gave up on purchasing due to inability to find products in stores.
Among those who looked for MSC-labeled products while shopping, about 40% reported not being able to find them. The most prominent reason cited was "There were few/no MSC-labeled products in stores," followed by "I didn't know which section they were in." This highlights the reality that consumer willingness to purchase is being undermined by the scarcity of products and lack of visibility in stores.
3. Improvements for future purchases: "Easier to find in usual product categories."
When asked "What improvements are needed to purchase MSC-labeled products next time?", three points were almost equally cited: "A lineup of MSC-labeled products available in usual product categories," "Guidance on where to find them in the store," and "Easily visible MSC labels on product packaging."
4. Desire for MSC labels on regularly purchased products and acceptance of a price difference of about 10%.
When asked "Under what conditions would you like to purchase?", the top response was "If MSC labels were attached to products I usually buy." Furthermore, regarding price, the most common answer was that consumers would "accept a price about 10% higher than usual" if it was MSC-labeled. This suggests that consumers correctly understand the value of MSC-labeled products and are willing to pay a certain cost for them.
■Conclusion
The results of this survey show that consumers want to "start with what they can do" regarding the protection of marine resources and the marine environment. If more MSC "eco-labeled" seafood products are made available in daily shopping and their visibility in stores improves, it is expected that potential buyers will translate into actual purchases, further boosting the consumption of sustainable seafood.
MSC Japan will actively promote the importance of MSC-certified fisheries that protect marine resources and the environment, and MSC "eco-labeled" products sourced from such fisheries, leading up to "World Ocean Day" on June 8th.
【Survey Overview】
・Survey period: February 28, 2026 (Saturday) - March 6, 2026 (Friday)
・Survey institution: Kansai Electric Power Co., Inc.
・Target audience: "Moact" users
・Valid responses: 9,575 samples
※This survey was compiled and analyzed in a way that individuals cannot be identified, based on Moact's privacy policy.
About Moact
Operated by Kansai Electric Power Co., Inc., this service connects businesses/organizations with consumers, promoting awareness and behavioral change towards social contribution through actions (missions) that lead to solving social issues.
On the "Moact" app, available on smartphones, etc., actions that contribute to solving social issues such as environmental conservation, ethical consumption, and local communities are presented as "missions" by companies/organizations engaged in sustainability-related activities.
Points (evidence of social contribution) earned by completing "missions" can be exchanged for various gifts.
URL: https://service.moact.jp/
About MSC (Marine Stewardship Council)
An international non-profit organization dedicated to promoting sustainable and well-managed fisheries through certification programs and seafood eco-labels, to preserve marine resources for future generations.
The survey revealed a significant "opportunity loss" where consumers, despite a high desire to purchase sustainably caught seafood for marine resource and environmental protection, gave up on buying MSC-labeled products because they couldn't find them in actual stores. Bridging this "gap between intention and purchase" appears to be key to increasing the purchase of sustainable seafood.
■Key Survey Results
1. Reasons for wanting to purchase MSC-labeled products: "I feel I can contribute" and "I want to protect marine resources."
Approximately 80% of the 9,575 respondents answered that they "strongly considered" or "somewhat considered" buying MSC "eco-labeled" products. The top reason was "I felt I could do something by buying them," indicating a proactive attitude towards contributing to marine resource protection through familiar daily shopping actions. The next most common reason was "I felt it was necessary to solve problems with the marine environment and fishery resources," revealing that many respondents consider addressing these issues to be important (multiple answers allowed).
2. Approximately 40% gave up on purchasing due to inability to find products in stores.
Among those who looked for MSC-labeled products while shopping, about 40% reported not being able to find them. The most prominent reason cited was "There were few/no MSC-labeled products in stores," followed by "I didn't know which section they were in." This highlights the reality that consumer willingness to purchase is being undermined by the scarcity of products and lack of visibility in stores.
3. Improvements for future purchases: "Easier to find in usual product categories."
When asked "What improvements are needed to purchase MSC-labeled products next time?", three points were almost equally cited: "A lineup of MSC-labeled products available in usual product categories," "Guidance on where to find them in the store," and "Easily visible MSC labels on product packaging."
4. Desire for MSC labels on regularly purchased products and acceptance of a price difference of about 10%.
When asked "Under what conditions would you like to purchase?", the top response was "If MSC labels were attached to products I usually buy." Furthermore, regarding price, the most common answer was that consumers would "accept a price about 10% higher than usual" if it was MSC-labeled. This suggests that consumers correctly understand the value of MSC-labeled products and are willing to pay a certain cost for them.
■Conclusion
The results of this survey show that consumers want to "start with what they can do" regarding the protection of marine resources and the marine environment. If more MSC "eco-labeled" seafood products are made available in daily shopping and their visibility in stores improves, it is expected that potential buyers will translate into actual purchases, further boosting the consumption of sustainable seafood.
MSC Japan will actively promote the importance of MSC-certified fisheries that protect marine resources and the environment, and MSC "eco-labeled" products sourced from such fisheries, leading up to "World Ocean Day" on June 8th.
【Survey Overview】
・Survey period: February 28, 2026 (Saturday) - March 6, 2026 (Friday)
・Survey institution: Kansai Electric Power Co., Inc.
・Target audience: "Moact" users
・Valid responses: 9,575 samples
※This survey was compiled and analyzed in a way that individuals cannot be identified, based on Moact's privacy policy.
About Moact
Operated by Kansai Electric Power Co., Inc., this service connects businesses/organizations with consumers, promoting awareness and behavioral change towards social contribution through actions (missions) that lead to solving social issues.
On the "Moact" app, available on smartphones, etc., actions that contribute to solving social issues such as environmental conservation, ethical consumption, and local communities are presented as "missions" by companies/organizations engaged in sustainability-related activities.
Points (evidence of social contribution) earned by completing "missions" can be exchanged for various gifts.
URL: https://service.moact.jp/
About MSC (Marine Stewardship Council)
An international non-profit organization dedicated to promoting sustainable and well-managed fisheries through certification programs and seafood eco-labels, to preserve marine resources for future generations.
FAQ
What are the key facts in this article?
A consumer awareness survey conducted by MSC Japan revealed that 40% of consumers who intended to purchase MSC-labeled seafood were unable to find it in stores, leading to missed sales opportunities. Despite high consumer interest in sustainable seafood, a lack of product availability and visibility in retail settings is hindering its widespread adoption.
What is the direct answer?
A consumer awareness survey conducted by MSC Japan revealed that 40% of consumers who intended to purchase MSC-labeled seafood were unable to find it in stores, leading to missed sales opportunities. Despite high consumer interest in sustainable seafood, a lack of product availability and visibility in retail settings is hindering its widespread adoption.
What is the source and date?
PR Times: https://prtimes.jp/main/html/rd/p/000000134.000059178.html | May 8, 2026